價值引導式營銷在房地產項目中的實踐研究

Abstract

房地產行業在社會經濟發展中佔據著重要地位，行業的平穩發展直接影響著國家經濟的穩定性。房地產營銷作為房地產行業的重要組成部分，也贏得了更多的關注與重視。隨著行業的發展，消費者的購買行為趨於理性，並形成了成熟的價值認知。比如我們耳熟能詳的房地產價值認知理論就是李嘉誠先生曾經說過的，買房就是location、location、location。房地產作為不動產的屬性，地段價值固然是其重要的價值組成部分，可是如果這是消費者不可動搖、不可改變的價值認知邏輯的話，那麼我們的那些郊區大盤模式，典型如碧桂園、雅居樂、華夏幸福等公司又是如何獲得客戶認可，佔有市場機會的，還有豪宅在我們普遍認知中就應該是低密度、有江河湖海等稀缺自然資源，可是近些年我們的城市綜合體項目在完全不具備這些條件的情況卻往往成為一個城市的房價標桿、奢華典範。這些不同領域不同類型的項目在告訴我們，消費者雖然有其固有的價值認知邏輯，但是很明顯，消費者的價值認知邏輯是可被改變的，而且這種改變會極大程度的影響最終的購買行為。營銷實踐告訴我們，這樣的價值認知不是憑空創造的，因此本文正是通過研究價值引導式營銷在房地產項目中的運用，來尋找價值引導式營銷的理論基礎、客戶價值認知模式以及價值營銷的路徑和方法。 價值引導式營銷的目的是基於對消費者深入瞭解的基礎上，通過對消費者價值認知施加影響，從而促使其做出購買行為。價值引導式營銷是一種獨特的營銷策略，是遵循市場發展規律而成形的。並且和傳統“概念炒作”存在著本質差別，完整的價值引導營銷是“戰略定位-客戶細分-價值引導-整合營銷傳播”的過程。戰略定位是結合自身情況與市場、競品情況，找准佔位，分辨企業及產品優劣勢。客戶細分則是需要對受眾的人群特徵、消費行為習慣進行研究，通過細分鎖定目標客戶，價值引導則要求企業通過產品價值的挖掘，來實現戰略定位與細分客戶群體的匹配，在此基礎上運營整合營銷傳播的手段合理鋪排營銷策略，避開價值低點，緊緊圍繞自身優勢進行價值塑造，從而實現市場突圍。 在房地產營銷領域，有大量精彩的營銷案例，用驕人的業績證明著他們的成功。在營銷研究領域，專家們百家爭鳴，也貢獻了大量精彩的學術研究。但在學術理論和房地產營銷實踐之間卻存在著空白連接，因而研究這個問題對房地產企業和消費者有現實意義，相信也會對其他行業的營銷模式探討提供一些借鑒。

The real estate industry occupies an important position in social and economic development. The stable development of the industry directly affects the stability of the national economy. As an important part of the real estate industry, real estate marketing has also gained more and more attention. With the development of the industry, consumers' purchasing behaviors have become more rational, and mature value perceptions have formed. For example, our well-known theory of real estate value cognition is what Mr. Li Jiacheng once said, The priority of buying a house is location, location, location. Real estate as the property of real estate, of course, the value of the lot is an important part of its value, but if this is the unalterable and irrevocable value cognitive logic of consumers, then our suburban market models, such as Country Garden, Agile, CFLD. How do these companies gain customer recognition and occupy market opportunities, and luxury homes should be low-density and occupy scarce natural resources such as rivers, lakes, and seas in our general perception, but in recent years our urban complex projects have been Without these conditions at all, it often becomes a benchmark of house prices and a model of luxury. These different types of projects in different fields are telling us that although consumers have their inherent value perception logic, it is clear that the value perception logic of consumers can be changed, and this change will greatly affect The ultimate purchase. Marketing practice tells us that such value cognition is not created out of thin air, so this article is to study the theoretical basis of value-led marketing, customer value recognition mode, and value marketing by studying the application of value-led marketing in real estate projects. Path and method. The purpose of value-guided marketing is based on in-depth understanding of consumers, by influencing consumers' perception of value, thereby motivating them to make purchasing behaviors. Value-guided marketing is a unique marketing strategy that is shaped in accordance with the laws of market development. And there is an essential difference from the traditional 'concept hype'. Complete value-led marketing is the process of 'strategic positioning-customer segmentation-value guidance-integrated marketing communication'. The strategic positioning is to combine the situation with the market and competing products, find the right place, and distinguish the advantages and disadvantages of enterprises and products. Customer segmentation requires research on the demographic characteristics and consumer behavior habits of the audience, and target customers are targeted through segmentation. Value guidance requires companies to achieve strategic positioning and customer segmentation through product value mining. Here, On the basis of this, the means of operating integrated marketing communications reasonably arrange marketing strategies, avoid low values, and closely shape their own advantages to achieve market breakthrough. In the field of real estate marketing, there are lots of wonderful marketing cases, and their success is proved by their impressive performance. In the field of marketing research, experts quarreled and contributed a lot of wonderful academic research. However, there is a blank connection between academic theory and real estate marketing practice. Therefore, research on this issue has practical significance for real estate companies and consumers. It is believed that it will also provide some reference for the discussion of marketing models in other industries.